In 1860, Edouard Heuer founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the mikrograph in 1916, sponsoring F1 teams in the 70s or launching the first luxury connected watch in 2015 are just some examples of the significant technical innovations, ultimate accuracy and passion for disruptive design that define TAG Heuer’s unique spirit. Headquartered in La Chaux-de-Fonds, TAG Heuer’s influence is enriched by the brand’s unique communication strategy based on four pillars: Sport, Lifestyle, Heritage, and Art and Music. The most prestigious and avant-garde names team up with TAG Heuer: the RedBull Racing Formula 1 team, the Monaco F1 Grand Prix, the Formula E Championship, the biggest football leagues in Europe, America and Asia, Manchester United; Trendsetters like it-girl Bella Hadid, the American star quarterback Tom Brady, Hollywood actors like Chris Hemsworth or Patrick Dempsey; and the first Art Provocateur appointed by a brand, Alec Monopoly.